A-O-Kei: Mitsubishi Targets Emerging Markets
Yet another major manufacturer is jumping into the entry-level segment defined by Tata Motors’ Nano subcompact. Reuters reports that Mitsubishi is developing a low-cost car for the Chinese and Thai markets, based on its Kei-class city car platform. Mitsu Prez Osamu Masuko announced the project at the Beijing Auto Show. “The mini vehicle business in a sense is a weakness because they are only sold in Japan,” Masuko said. “But we can turn this into a strength by building a global car using the platform.” The Japanese government-mandated 660cc engine will be replaced by a one-liter unit for export, with the resulting ride priced at just shy of $10k. With North American sales plummeting, Mitsubishi is joining the industry trend of looking to developing markets for sales, both from entry-level models and as a partner to suppliers of engines for Chinese manufacturers. Mitsubishi’s Chinese engine factory partners will be increasing capacity to some 900k units per year, up from 470k, as Chinese demand booms.